Digital Marketing Tools and AI

Introduction

Digital marketing is a central component of contemporary marketing strategy, shaping how organizations reach customers, create value, and evaluate marketing performance. This course provides a structured introduction to digital marketing by focusing on key digital marketing activities and the tools used to plan, execute, and evaluate them.

The course covers core areas of digital marketing, including websites, search engine optimization, digital advertising, social media marketing, and analytics. Across these areas, students learn how digital marketing activities are designed and assessed. The course emphasizes concepts and frameworks that remain relevant even as platforms and technologies change.

Artificial intelligence is integrated throughout the course as a key development shaping how digital marketing is practiced today. Students explore how AI influences digital marketing tools and workflows and use AI-supported technologies in selected exercises related to analysis, content development, and decision-making. Through lectures, discussions, industry examples, and hands-on exercises, students develop practical insight into how digital marketing and AI are used together in contemporary marketing practice.

Course content

This course covers central areas of digital marketing, including website design and conversion, search engine optimization (SEO), digital advertising, social media marketing, email marketing, and analytics. Artificial intelligence is integrated throughout the course as a development that increasingly shapes digital marketing practices. In addition, the course includes dedicated sessions on artificial intelligence in marketing, addressing how AI influences digital marketing work, decision-making, and responsible use. Ethical considerations related to the use of digital marketing technologies and artificial intelligence are discussed in connection with digital marketing practice.